1、to segment US consumers11ways2023Contents21.Geographic regions 52.Red vs.Blue states 133.Segmenting the wealthy 17 4.Health nuts vs SAD 21 5.Urban vs.Rural 266.Segmenting the college educated 307.Segmenting by cars driven 358.Tech geeks vs.digital skeptics 399.Segmenting immigrants 4310.Segmenting b

2、y travel style 4711.Segmenting beauty consumers 5212.About usCommon misconceptions about US consumers3Misconception:Americans are all status-oriented and spend a ton on luxuryReality:Compared to Chinese consumers,Americans spend much less of their income on luxury.Purchasing for enriching ones statu

3、s is overblown by Hollywood movies,as Americans dont value community as much as Chinese,they are not focused on purchases that are impressive to others.Conclusion:The US demand for subtle or low-key luxury is large.Misconception:A majority of people live in giant cities like New York and Los Angeles

4、Reality:Over half the population lives in suburbs,and there are more people living in rural areas than in urban areas.Many people living in suburbs commute into urban areas to work.Conclusion:Suburban consumers have different demands from urban,such as in yard care,furniture and housing,and automoti

5、ve as they have longer and more regular commutes.Misconception:Americans get kicked out of their house at 18 years old and have to live completely independentlyReality:While Americans do value independence and 18 years is often the cut-off for financial independence from the family,a majority of fam

6、ilies will still provide resources and help for their children into their 20s.Conclusion:The consumption power of young adults starts at a lower-point as their parents give relatively little financial aid for starting their life.Misconception:Americans eat hamburgers and sandwiches every day.Reality

7、:American cuisine is very diverse,as it is an immigrant nation,it pulls together cuisine from all over the world,and blends them to make new creations.Conclusion:There is a ton of demand for international F&B products and a majority of US consumers dont stick to strict traditions when it comes to fo

8、od.US consumers are more similar to Chinese than Europeans in their experimental and non-traditional attitude towards food.This has created room for very experimental food like bubble tea pizza to go viral.Misconception:Americans are all very patriotic and think their country is the bestReality:Whil

9、e theres no shortage of national pride in the US,it also comes with a heavy dose of willingness to criticize their own country.Many Americans also carry romanticized ideas of other countries and use other countries as examples of where the US can improve.Conclusion:US consumers are very open to fore

10、ign products,countries like Germany,Japan,France and Korea have earned positive connotations in terms of brand origin.Key things to understand about US consumers4The US is more polarized than China in a wide range of thingsFor every stereotype one might have about the US,there is also a significant

11、polar opposite population.Aside from political views,which is perhaps the most obvious,here are some other examples:the US is known for its obesity,but also has a significant population of health-obsessed lean people.The US is known for its ignorance of other countries,but on the contrary also has a

12、 significant population of world travelers and polyglots.There really is no one single image that can summarize US consumers,hence its more useful to think of everything on spectrums.What marketers should know:Be aware of where on the spectrum your brand may fall.Some brands intentionally place them

13、selves on either end of the spectrum with marketing messages,while other brands stay in the middle by avoiding polarizing marketing messages.Cultural and linguistic divides between regions is relatively subtleAs an overwhelming majority of the US population only settled in the country within the las

14、t 500 years,the development of each region has not diverged significantly.For example,there is much more significant accent diversity in England than the entire US.On a similar note,regional cultural differences are more subtle and shaped by the immigrant communities and history.There are much large

15、r cultural differences between a Beijinger and a Hong Konger than between a New Yorker and a Californian.What marketers should know:This makes it easier for a product to spread through the country with little to no adaptationsThe US is an immigrant nationIn contrary to China where nationality,ethnic

16、ity,and culture can all be described as“Chinese”,the US is much more complicated.In the US,nationality,ethnicity and culture are three different things,and only a small portion of the population is ethnically native to the Americas.US culture is continuously evolving with those who migrate there and

17、 there is no singular image of what an“American”looks like.What marketers should know:Because of its diversity and economic power,the US is often a launching pad for products to go viral globally.As a whole,US consumers are not as digitalized as Chinese consumersAlthough e-commerce and social media

18、were birthed on US soil,todays American consumers are not as enthusiastic ab out e-commerce as Chinese consumers.US platforms like Amazon are,by comparison,more mundane than Chinas Taobao or JD.com.Offline shopping infrastructure was already largely developed before the rise of e-commerce,and despit

19、e accessibility to e-commerce,many US consumers choose offline.What markers should know:Offline channels are still very important for US consumers1.Geographic regionsLewiston,ID1.5 Geographical RegionsThe US can be split into 5 regions:Northeast,South,Midwest,Rocky Mountains,and Pacific.NortheastSou

20、thMidwestRocky MountainsPacific6NortheastMid-AtlanticNew EnglandNYC MetroNew EnglandMid-AtlanticOften considered more reserved and distant.They also tend to speak in a very direct manner and dont make small talk.Have smaller,more tight-knit communities.NYC MetroVery diverse,entrepreneurial,and open

21、minded.They are more direct communicators than the rest of the US and live a fast-paced and often competitive life.More diverse and outgoing than New Englanders.However,they are usually more fiscally conservative and religious in the inland areas.Tend to be more temperamental,uptight and uninhibited

22、.Often direct but liberal-minded,the Northeast is home to many of the largest cities,such as New York,Boston,Philadelphia and Washington DC.Iconic media set in this region7MidwestFriendly,conventional,and many outdoor recreational activities.Faces extreme weather like frigid cold winters and tornado

23、s.NorthwoodsGreat plainsMidwestGreat PlainsMidwestThis region is sparsely populated and lacks large cities.Those from this region are usually friendly and conventional.They also tend to be hardworking,self reliant,and hold more conservative and religious beliefs.NorthwoodsMore activities like powerb

24、oating and sailing are popular recreational activities in this region.People are friendly,humble and can have tight-knit communities.The North Woods are spotted with small towns and tourist sites.In the summer,fishing,hunting,boating,and camping are popular,while in the winter,ice fishing,skiing and

25、 snowmobiling.Charlie BrownIconic media set in this region8The South Friendly and hospitable but tend to be more conservative and religious.Music is a big part of their culture.The Deep SouthSouth AppalachiaThe OzarksTexasFloridaThe Deep South&FloridaSouth AppalachiaThis region is simultaneously kno

26、wn for“southern hospitality”while also ranking poorly in metrics of education and health.Jazz music originated from this region.Florida has a culture of its own,with a mix of retirees and Latin American immigrants,it is a vacation hot-spot for Americans.The Ozarks&TexasPeople from this region tend t

27、o be community oriented and take cares of each other.They are more traditional,conservative and religious.This region is also the heart of country music.Sparsely populated and somewhat isolated,the region is surrounded by mountains and forests.This region is also the root of“hillbilly”American stere

28、otype.“Everything is bigger in Texas”is not just a saying,the state is known for large food portions,a big dose of southern hospitality and big cities like Houston and Austin.Iconic media set in this region9West and Rocky MountainsRocky MountainsGreat BasinThe SouthwestRocky MountainsGreat BasinThis

29、 region has a more relaxed lifestyle but tend to be less extroverted and have lower agreeableness.People are usually more adventurous and into outdoor sports.The SouthwestThis region has many beautiful sceneries but lacks big cities.People tend to be polite and friendly.They are also independent and

30、 self-reliant.Skiing and snowboarding are popular in this region.This region is diverse in culture and ethnicity.It has a relatively high population of native American and Latino immigrants.Have lots of outdoor sports activities as well as arts and crafts.Sparsely populated and with beautiful scener

31、y including deserts and mountains.Iconic media set in this region10The Pacific Region A laidback and relaxed,liberal culture with major tech hubs.AlaskaHawaiiThe Pacific NorthwestCaliforniaThe Bay AreaThe Pacific NorthwestCaliforniaCombination of rural areas,small towns and big cities such as Portla

32、nd and Seattle.Those living in the cities are considered hipsters,liberal,with a more diverse culture.Inland,rural areas tend to be much more conservative.Alaska&HawaiiCalifornia can be further divided into North(NoCal)and South(SoCal),with Los Angeles at the heart of SoCal.Lifestyle is usually more

33、 relaxed and laidback,and tend to be creative,open-minded,and health oriented.The Bay Area is centered around San Francisco and is a major tech hub,attracting talent from all around the world.Lifestyle tends to be more fast-paced.Alaska has a blend of Canadian,Native American and Russian influence,w

34、hile Hawaii is a blend of Native Hawaiian and Asian(incl.Japanese,Chinese,Pilipino)cultures.Both are major vacation hubs with pristine natural beauty.Iconic media set in this region11Demographics of US regions12The west and southern region of the US are the most diverse regions and the south is the

35、most religious region.The Northeast and Pacific region have the higher incomes and northeast values education.ReligionIn regions that are more religious,such as the south,its more common to hear God bless you exchanged as a greeting,even with strangers.Religion often correlates with more conservativ

36、e social views.Education SpendingThe Northeast region spends the most money on students with New York spending$25.1K on each student in state.The Rocky Mountains and the South regions spend less on students.Idaho and Utah spend$8K per student in the state.DiversityPer Pupil Spending in the public el

37、ementary and secondary systemIncomeRacial and Ethnic DiversityLeast diverseMost diverseHawaii is the most diverse(76%on the diversity index*).The least diverse region would be New England with Maine being the least diverse(18.5%).The national average is 49.4%.Income per CapitaMid-Atlantic and New En

38、gland are the regions with highest income per capita*.Massachusettss income per capita is$83.2K.The South is the region with lowest income per capita.Mississippis income per capita is$44.8K.The national average is$61.7K.Lowest incomeHighest income26%29%33%35%38%43%45%New EnglandPacificMid-AtlanticRo

39、cky MountainsMidwestSoutheastSouthwestReligious PopulationLowest spendingHighest spendingSource:Gallup News 2018Source:wisevoter 2023Source:wisevoter 2023*Income per capita=total personal income/populationSource:wisevoter 2023*Diversity index is the probability 2 people chosen at random in the state

40、 will be of different ethnic background2.Red vs.blue statesPort Aransas,TX2.Red vs.Blue statesRed states are states that tend to vote for the Republican Party.Blue states are states that tend to vote for the Democratic Party.Swing states differ in each election.Voted Democrat in both 2016 and 2020Sw

41、ing states:Voted Republican in 2016,Democrat in 2020Voted Republican in both 2016 and 2020Sources:DDHQ,Federal Election Commissions142.Consumer profiles of red and blue statesRed states usually have more rural areas.People are more conservative and have a stronger sense of community.Blue states have

42、 a larger urban population and are more culturally diverse and liberal.Red StatesBlue StatesLocation:Red states are mostly located in the South,Rocky Mountains,and Mid-west.Red states tend to be more sparsely populated and have more small towns and rural areas.Characteristics:People from red states

43、tend to be more conservative and religious.They usually have stronger sense of community and value individual freedom more.Consumption habits:Red states tend to follow the standard American diet,they buy more instant meals,canned food,hot dogs,and powdered drinks.They also have higher preference of

44、shopping in physical stores.Location:Blue states are mostly states located in the Pacific West and Northeast regions.Blue states tend to boast larger cities and urban population.Characteristics:Blue states are more culturally diverse and have higher immigrant population.People from blue states tend

45、to be more progressive and open-minded.Consumption habits:Blue states correlate with healthier diets and more expenses on personal care.They buy more meat alternatives and fresh vegetables and buy 1.2 times more nail care,sunscreen,lotion than red states.People from blue states have been shopping le

46、ss in physical stores with an increase in online shopping.therepublicangirl19.6K Insta followersredfuturenews48.1K Insta followersbeingliberal159K Insta followersswingleft90.3K Insta followersSources:Havok journal 2021,Winsight grocery business 2016Sources:Havok journal 2021,Winsight grocery busines

47、s 2016152.Demographics of red and blue statesPeople from red states tend to rely heavily on Fox News as their main source of news.They tend to have more one dimensional views on social topics.Blue states favor CNN but also receive news from other sources.They tend to be more open to different opinio

48、nsNews sourcesHousingThe average house price for blue states is$367K,and for red states its$198K.Housing in blue states is 1.85 times more expensive than red states.Those living in blue states tend to have higher disposable income.Blue states receive their news from more places.Red states tend to be

49、 less developed and have lower living expense than blue states.Many people are moving from blue states to red states for lower cost of living.$367K$198KBlue StatesRed StatesGDP$48.5BBlue StatesRed States$32.6BGDP per seatBlue states have higher economic output than red states.GDP per seat for blue s

50、tates increased by 35.9%from 2008 to 2018 while in red states,it decreased by 1.8%during the same period.23%40%53%30%31%60%28%24%11%9%Fox News NBC NewsCNNNPRNY TimesWhere Americans Receive News Blue StatesRed StatesSource:Wall Street Journal 2022MigrationPopulation inflow and outflowinflowoutflowThe

51、 top 5 states of migration outflow from July 2021 to June 2022 are all blue states and top 5 states with highest migration inflow are red states.Due to high cost of living,people in blue states are migrating to red states where the cost of living is lower.Source:Pew research center 2019Source:Revent

52、ure 2020Source:Wall Street Journal 2022Source:Brookings 2019*Seat=representative in national office162.How to appeal to democrat vs.republican consumersThere are many correlations between consumption methods and political party.There have been recent scandals that upset brands on both sides,therefor

53、e its very important for brands entering the US to have good PR.A poll of over 33,000 US consumers shows the most reputable brands by party below:RepublicansDemocratsMost reputable companiesSources:The Harris Poll via Axios 2022Most reputable companiesFast food chain famous for being closed on Sunda

54、ys due to its Christian roots,however has been in the media due to its charitable arm donating to anti-LGBTQ groupsA Texas-based grocery store chain known for unabashedly embracing Texas culture,selling Texas-shaped products.An arts and crafts store that in 2014 became famous for rejecting to allow

55、their employees contraceptives to be covered by health insurance for religious reasons.Tesla has come into favor of republican voters recently as the CEO,Elon Musk is increasingly outspoken against the Biden administration.What wins over Republican consumers?Embracing religion&tradition CEOs celebri

56、ty effect“Value”brands(Walmart,Dollar Tree)US-rooted brandsThe Korean electronics brand ranks#1 in corporate reputation in the USA.Target is a general merchandise retailer which is competes with Walmart.Target is known to be higher quality in northern states and lower quality in southern states.A gr

57、ocer which,despite being considered reputable among democrats,is owned by a family that has donated$300,000 to Trumps campaign.A grocery chain with its own brands that often go viral.The chain invests highly in the consumer experience and is very affordable.What wins over Democrat consumers?Embracin

58、g diversity(in cuisine,culture)Novel consumer experience“Up-market”brands(Whole Foods,Starbucks)More open to foreign brands173.Segmenting the wealthy:Old vs.new money3.Segmenting US millionaires:Old Money VS New MoneyOld money is a term used to describe inherited wealth.When someone has old money,it

59、 usually means that the money has been passed down through many generations in the family.Old money today used to be new money in the past.New money is a term used to describe those who earned their wealth rather than inherited it.People with new money could be millionaires or billionaires.New money

60、 families tend to earn their money through tech,entertainment or sports.19Old MoneyNew MoneyVSSource of wealthFamily inherited,passed down through generationsSelf made money Social perceptionClassy,refined,well educated Rags to riches storyInvestmentsLong term investments(safe havens,real estates,bo

61、nds,etc.)Short term,high exposure payoffs Spending habitsMore frugal,tend to spend more practically(old money aesthetic)More frivolous spending,show off their wealth(big logos,mansions etc.)HobbiesYachting,art collecting,horse racing,etc.Collection of sports cars,watches,expensive gadgetsEntertainme

62、ntEntertains privately,dinner parties at homeEntertains publicly,Michelin restaurants,luxury resortsSources:Myrawealth,WealthtenderConsumer profiles:old money is subtle while new money is high profileOld money is more family-oriented and new money is more personally ambitious.Old money aspires for f

63、ulfillment while new money aspires for recognition.20Traditional and live by the norms of society,puts emphasis on family.Passionate about arts and cultures and likes to host charity dinners.Old money families are more likely to be white as it requires generational wealth,and the US has a history of

64、 racial oppression,making it hard to create generational wealth.Extremely outgoing and adventurous,keeps up with trends and checks out the newest restaurants and bars in the city.New money families are more likely to be immigrants and,in general,are more racially diverse than old money.Old moneyNew

65、moneyericasgirlyworld70.2K Insta followersluxetiffany86.6K Insta followersedmond_mondi299K Insta followersNew money tend to be more active on social media,sharing their daily life with the public Members of old money families are much less active on social media,family foundations are the“face”of th

66、e familyHobbiesCharity:donating to charity foundations Collecting:from high-end art to antique furniture to vintage cars to fine winesSports:involve horses like polo,horse racing,and other equestrian sportsHobbiesLuxury travel:flying in first class or private jets to visit exotic places and stay at

67、five-star hotels and luxury resortsFine dining:eating at Michelin starred restaurant or fancy dinner parties lets them show off their status and also expand their networkSports:attending high profile sports events such as NBA games,golf tournaments,Formula OneSources:old-money 2022,aluxSource:Reddit

68、What old and new money buys Old money people like things with high quality but brands dont matter as much to them.They like things with a classic and elegant design.Many wear tailormade clothing.Some brands are liked by both old and new money but the thing they buy can have very different design.New

69、 money tend to go for flashier and bolder designs.21Old MoneyNew MoneyOlder,classic house in the suburbs or country of the east coastNewly renovated mansion in the suburbs or city of a place like Palm Beach,FloridaCars that have classic design and are comfortableSports car that have bright,flashy co

70、lors4.Health nuts vs.Standard American DietersCereal isle in a Burbank,CA grocery store4.Health-nuts vs.Standard American DietersThe United States is known for the abundance of fast food,snacks,giant portion sizes,and,correspondingly,a very high obesity rate.But how can a country that seemingly puts

71、 little emphasis on health also have such a high proportion of gym-goers and health afficionados?These individuals are highly conscious of their health and fitness.They often adhere to healthy dietary habits and follow specific health ideologies relating to exercise and food.Some groups of health nu

72、ts in the US are:Fitness enthusiastsPlant-based eatersPaleo followersKeto dietersBio-hackersThe uniting factor is not that they follow the same diet,rather its that they take charge of their lifestyle,sometimes to an obsessive extent,and can be ideological.This is the diet that the American environm

73、ent of convenience and sedentary lifestyle creates,and has therefore become widespread among the average American.The Standard American Diet(SAD)is a high in calories but low in nutrients,as it is mostly made up of processed foods,fast food,high-fat desserts,sugary drinks,and other high energy foods

74、.70%of the SAD is processed foods10%of US disposable income is spent on fast food1/3 of US adults are obeseThe average US consumes 130lbs of sugar annuallyThese consumers tend to take a passive role in their health and eat what is convenient.Health-nutsStandard American DietersExample of the daily s

75、tandard American dietOne example of a daily diet of an American fitness enthusiastOatmeal&fruitOmelet&wheat breadChicken sandwichProtein shake Steak,roasted potato,salad 6AM9AM12PM5PM8PMSugary cereal with skim milk&orange juiceSubway sandwich,Chips&SodaIce Cream8AM10AM12PM6PM8PMStarbucks Frappuccino

76、Ready-to-bake pizza&Cesar salad23Americans find different paths to being a health nut,and many of these lifestyle ideologies conflict with each other.But the uniting factor is that these consumer take an active role in their health.24Fitness enthusiastsThree key health-nut consumer profilesBio-hacke

77、rsPlant-forwardCommon ideologies/practices:See their body as an experiment and find ways to feel and perform the best they can.Early adopters of practice trends such as cold and heat exposure,fasting,keto,breathwork,and using wearables.Common ideologies/practices:By eating plant-based you can avoid

78、intaking excess hormones and antibiotics from industrial meats.Environmental sustainability is often a motivation for this group.Ranges from pescatarians,vegetarians,vegans,and flexitarians.Common ideologies/practices:High-protein diets are necessary,daily intake should be 1.2 to 1.6 grams per kg(co

79、mpared to standard recommendation of 0.8 g/kg)Weightlifting is very common among this group,but fitness habits may also include anything from ultra-marathons to team sports.Biohacking influencersWim Hof3.1M Insta followersTim Ferriss1.2M Insta followersDave Asprey1.2M Insta followerspickuplimes853K

80、Insta followersFritz_nutrition69K Insta followersPlant-based influencersRaven Tracy2.3M Insta followersFitness enthusiast influencersKayla_itsines15.7M Insta followersShaunt1.1M Insta followersalexia_clark2.3M Insta followers?Generally,good health in the US is linked to privilege.Those with lower in

81、come and education&under-served communities suffer more from obesity and other health risks.LocationDemographics of standard American dietersIncome levelWhy are lower income and under-served communities more impacted?Price:Processed food is disproportionally cheap because they are made of mostly cor

82、n(in everything from cereal to soda)and corn is heavily subsidized.Convenience:Is a major driver for the SAD,and underserved communities are often those more strapped for time and disposable income.71.8%37.6%33.2%31.3%15.6%ConvenienceTasteAffordableStress eatingAccessbilityMotivations to consume fas

83、t foodRefined and processed foods,63%Animal products.25%Plant-based foods,12%Half of the plant-based calories(6%)come from French fries.Calorie breakdown of SADWest Virginia,Kentucky,Alabama,Oklahoma,and Mississippi are the top 5 states with highest obesity rates.These top rate states are located in

84、 the Applechians and the Deep South.Higher income women have a lower obesity rate of 29.7%,while lower-income and middle-income women had rates of 45.2%and 42.9%respectively.Middle-income men had the highest obesity rate at 38.5%,while lower-income and higher-income men had rates of 31.5%and 32.6%re

85、spectively.EducationCollege graduates have an obesity rate of just under 28%,lower than those with some college or no college education.16%rural areas28%metropolitan areasmeet benchmarks for aerobic and muscle strengthening activitiesSoure:MalladiSoure:Statista 202125Where do Americans buy and learn

86、 about food26At the fast food:Top 10 fast food chains in the US by Number of locations in 2022:Health NutsStandard-American-dietersAt the grocery:Health nuts will often shop at higher-end,local,or organic grocers and will shop along the outer isles of the stores where the produce is.Additionally,man

87、y will buy supplements.Health nuts are more likely to follow food-related influencers,read health-related magazines,and watch health documentaries.However,standard-American-dieters are less willing to invest time in learning about diets;they are easily influenced by unhealthy food marketing and adve

88、rtising.At the grocery:Those who dont take an active interest in health foods will often shop in the center isles of grocery stores where processed foods are located.Online:Health nuts can post and discuss topics related to fitness&healthy eating on Reddit communities,which also has organized resour

89、ces(Wiki)related to health.Following are some popular communities:r/HealthyFood3M members r/Vegan1.2M members r/Fitness11.2M membersr/Supplements279K members r/nutrition3.2M membersLearn from videos,books,podcasts,and documentaries:Health nuts are more likely to watch fitness channels on YouTube or

90、Netflix health documentaries to learn about more about health and healthy practices.Learn from the food advertising:Due to limited free time,stress,and lower-income,standard-American-dietershave heavy cognitive load,which make them more susceptible to the effects of food advertising and make worse f

91、ood choices.Source:NIH 20145.Urban vs.RuralGrand Tetons,WY5.Urban vs.Rural28There are 2,613 urban areas in the United States,urban areas are territories which encompass at least 2,000 housing units or have a population of at least 5,000.Rural areas account for 97%of Americas landmass and 20%of the c

92、ountrys overall population.Most rural population lives east of the Mississippi River.Southern region has higher proportion of people living in rural areas.NamePopulationLand Area(sq mi)New YorkJersey CityNewark19,426,4493,248.12Los AngelesLong BeachAnaheim12,237,3761,636.83Chicago8,671,7462,337.89Mi

93、amiFort Lauderdale6,077,5221,244.18Houston5,853,5751,752.69States with most rural areasMaineVermontSouth DakotaWest VirginiaMontanaUrban AreaRural AreaBiggest urban areasMost Americans live in cities,but 97%of the landmass are rural.This contrast between crowded cities and vast rural areas brings ab

94、out differences in living cost,crime,and recreation.Some groups in the rural areas US are:Young Affluents Older Inactives Retired Independents Middle-Aged Connectors Young Learners Lower cost of living Less crime Increased access to outdoor recreation Less high-income jobsTypical features:Sources:Be

95、cker digital,Forbes,US census Typical features:Higher cost of living More crime Limited access to outdoor recreation Large wealth gapsSources Federal register Urban vs Rural Consumer Profile29UrbanRuralYoung AffluentsYoung individuals who have higher income and have larger property.They tend to main

96、tain land properties on their own and have lower trust towards local equipment dealers.East CoastFast-paced and serious.Dress more meticulously and care about fashion.They rely on the public transportation.More interest in music,fashion,and F&B.West CoastPeople on the West Coast are more relaxed.Dre

97、ss more casually.Relatively close to nature,like road trips.More interest in the outdoors,health,and spirituality.Older InactivesPeople who over 65 years old and less active about their property or lands.Trust the local equipment dealership.People in urban areas lead rich and independent lives,while

98、 people in rural areas have simpler lives and have stronger emotional connections with their community and families.More traditional in many aspects,including beliefs in gender roles,religion,and tend to be late adopters of technology Produce their own food and drink or buy from local stores,convent

99、ional grocery stores,or specialized producers.Often prepares meals at home.More likely to engage in physical labor.More family and local community time.Characteristics More likely to have received higher education High housing prices A wide variety of entertainment Inclusive and respectful to indivi

100、dual differencesCharacteristicsSource:Becker digitalWhere do urban and rural areas people receive information?Based on the context and purpose,urban people have more channels to choose.30Urban AreaRural AreaRural Area influencersBallerinafarm4.9M Instagramfollowers#AgricultureSmarterbynature23.5k In

101、stagramfollowers#Small-Scale FarmingHigher usage of Pinterest than urban populations.May be due to the apps content*focus aligning more with rural life.Social Media:Lifestyle PerspectiveEntertainment&SportsLocal RecommendationSource:Becker digitalSocial Media:Functional PerspectiveEspecially incline

102、d to use Facebook groups for neighborhoods,communities,and interest groups.More likely to engage in civic participation and discussions online.Stronger local networks than urban population.Always receive new information from their local network.Community leader and influencers have strong power.Dail

103、y life&Network*content cornerstones:home improvement,DIY,and cooking recipes.6.Segmenting the college educated:Tech&Wallstreet vs.Student LoansYoung digital nomads in Annapolis,MD6.College educated consumers:Tech/Wall Street vs.“student loan slaves”3253.7%Americans receive a college education,and un

104、less they directly enter a high-paying job like the tech or finance industry after graduation,most students are burdened by student loans.The professionals who possess the necessary expertise in the technology industry or the Wall Street financial industry.They often graduate from world famous unive

105、rsities,and their jobs usually come with high salaries.Some groups of Tech&Wall Street in the US are:Silicon Valley Entrepreneur Big Tech Employees Wall street employees Wall street speculatorEntering Big Tech or Wall Street is a enviable career path that generally represents a successful profession

106、al starting point and future.Not being college education often means facing limitations in terms of job opportunities and income,as most high-paying positions typically require a college degree or higher level of education.About 40%Americans aged 25 and older have a high school diploma as their high

107、est level of education.However,the number of Americans getting college educated is decreasing because skepticism about the value of a degree,time spent,and high costs.The percent of high school grads enrolling in college went from 70%in 2016 to 63%in 2020 according to the National Center for Educati

108、on Statistics.Tech&Wall Street Why do Americans continue to seek higher education when the cost is so high?Graduates who feel burdened due to their inability to repay high amounts of student loans.Outstanding student loan can have a severe impact on their financial investment,marriage and work.The a

109、verage yearly college tuition:Private-$39,723;Public,out-of-state-$22,953;Public,in-state-$10,423.As of April 2023,the outstanding federal student loan accounts for 93.1%of the overall debt.20%of all American adults have outstanding undergraduate student debt;7%report outstanding postgraduate studen

110、t loans.38.4%of recipients delayed buying a home,22.3%delayed getting married,29.1%delayed having children,and 34.7%worked more than desired because of their student loan.“Student loan slaves”Sources:US news 2022,education data 2023“Student-loan slaves”is a term that arose on the internet as tuition

111、 fees have skyrocketed over the past decade combined with low starting salaries.Whether or not they take out student loans,tech&wall street employees are able to enjoy a high quality of life due to high salaries.33Tech&Wall Street,“student loan slaves”consumer profilesTech&Wall Street“Student Loan s

112、laves”Common ideologies/practices:Extremely acute about technology and business trends.The correct contrarian and can execute their ideas steps by steps.Able to adapt to a fast-paced work and continuously learn.Pay great attention to salary and stability.Emphasis on corporate culture and atmosphere.

113、Common ideologies/practices:Priority is paying off debt.Sit by their budget strictly.Work in many different fieldsLifestyle:Work hard(nine to five)and treat themself better about housing and food.Play hard on weekends.Have many hobbies and keep up their fitness.Lifestyle:Work as much as they can and

114、 often have multiple jobs.Tighten their belts on daily consumption.Rarely any vacations.Prefer free entertainment,like playing video games and outdoor activities Besides Federal Student Aid,some student will also choose private lender which have higher interest rate.$37,33810-30 yearsThe average stu

115、dent loan dept in the USHow long it usually takes to pay off student loansThere are significant gender,racial,and income difference among the three groups.Demographics of Tech&Wall Street vs“student loan slaves”Income level$29,800$36,600$39,900$59,600$69,700 Less than high schoolHigh schoolSome coll

116、ege,no degreeBachelors degreeMasters degree or higherThe median salary for all is$52,156 per year.Median Yearly Earnings of 25 to 34 Year OldWall Street:$88,079-$194,029Big Tech:$71,000-$314,000States with both highest tech and financial worker concentration Washington Virginia Massachusetts Califor

117、niaBoth tech and financial hubsStates with highest tech concentrationStates with highest financial concentrationRaceOnly around 10%of white college students are first-generation(meaning the first in their family to go attend university),compared to 57%of Latino and 27%of black college students.Gener

118、ational wealth accumulated from having parents and grand-parents that attended college often means receiving more family financial-aid in college and relying less on student-loans.LocationSources:Dice 2022,zippiaSources:Forbes 2022,indeedSources:Statista,zippia34Where do Tech&Wall Street receive inf

119、ormation35TechWall StreetLinkedIn is commonly used by professionals in both industries.Technology talents often use open source,while financial workers focus on professional publications.570950512382223312311203GoogleMicrosoftIBMIntelAmazonFacebookBig tech contribution to open source in 2020Top Voic

120、es in Finance on LinkedInKaren Webster172,017 followersAshley M.Fox 38,664 followersVikram Mansharamani115,353 followersAllie K.Miller1,433,500 followersLisa DeLuca745,382 followersGreg Coquillo185,314 followersTop Voices in Technology on LinkedInPopular publications Wall street professionals readSo

121、urce:StatistaGitHub is a popular Git repository hosting service where has more than 73 million software developers.The number is the active GitHub contributors by employers by Dec 31st 2020.7.Segmenting by cars drivenFamily sedan in Mt.Washington,NH7.Pickup truck vs.family sedan vs.EV vs.fourth-hand

122、 2004 ToyotaAs a country that developed around the advent of cars,driving plays a big role in the American lifestyle.The purpose of the vehicle correlates with the drivers lifestyle.We segmented Americans consumers into four groups based on the vehicle they drive.37Pickup trucks originated in the US

123、 and were initially used for farming,whether or not the driver uses them for that purpose,these gas-guzzling vehicles have become both a status symbol and the ultimate tool for the ultimate handy-man.The price of a luxurious pickup truck with great space,features,and power can be under$50,000.Pickup

124、 truckElectric vehicles(EVs)run on rechargeable batteries and are eco-friendly,reducing emissions and reliance on fossil fuels.EV purchases may qualify for government subsidies.In some states,EV owners enjoy the privilege of using HOV lanes,bypassing traffic congestion and saving on costs.They are h

125、ighly concerned about environmental protection,open to embracing new technologies,and prioritize long-term cost.EVFamily sedans typically prioritize comfort,safety,and fuel efficiency to meet the needs of family life.Some representative family sedan price:Toyota Corolla:$15,000 to$20,000;Honda Accor

126、d:$24,000 to$36,000;The Land Rover Range Rover Evoque:$43,000 to$56,000.Family sedanFourth-hand 2004 Toyota represents frugal and pragmatic American consumers who dont view cars as status symbols.Young individuals with limited savings prefer cheap cars for their first car purchase.However,this overl

127、aps with a niche segment of enthusiasts interested in car modifications also choose inexpensive vehicles for their hobby.Fourth-hand 2004 ToyotaConsumer ProfilePickup trucks symbolize the resilient and independent spirit of America,while electric vehicles represent environmental consciousness and te

128、chnological advancement.Vehicles like the fourth-hand 2004 Toyota represent a lifestyle focused on frugality and pragmaticism.38Pickup truckEVCommon ideologies/practices:Pickup trucks represent hard work,resilience,freedom and a DIY spirit,and many people buy them to showcase their status and mascul

129、inity.The owners of pickup trucks enjoy engaging in outdoor activities and transporting large items on their own.Support the American culture products.Loyal consumers who are not easy to change brands.94%of truck owners have used their trucks to help others,such as supporting community and charity e

130、vents,assisting neighbors,and providing towing services.Pickup truck owners would be willing to give up streaming services(82%),drinking alcohol(79%),and drinking coffee(71%)in order to keep their trucks.Common ideologies/practices:Early adopters of technology,environmentalists.EV owners have longer

131、 time for shopping and exercise while their cars are charging.To avoid running out of battery,they need to invest time and effort in planning their travels.They tend to prefer advanced planning in their daily consumption.They are inclined to live in cities with well-developed infrastructure.They are

132、 not as enthusiastic about road trips.Common ideologies/practices:Frugal consumers,cautious about significant expenses.Their consumption is primarily driven by fulfilling functional needs rather than impressing others.They dont care about brand names.They look for high cost-effectiveness in their da

133、ily consumption and hope to buy products that are low-priced and of good quality.They are willing to spend time conducting product research.They may be enthusiastic about purchasing discounted,second-hand items and visiting flea markets.Fourth-hand 2004 ToyotaSource:Ford,18-5463.00%55-6420.00%65+17.

134、00%Demographics:Trucks&EVsThere are more male owners of electric vehicles and pickup trucks.A higher proportion of pickup trucks in red states,while blue states will have more EVs.EV owners generally have higher incomes.75%56%86%25%44%14%EVSedanTruckMaleFemale More men tend to purchase trucks and el

135、ectric vehicles.From 2008 to 2016,there was a 67%increase in female truck buyers.Women appreciate trucks because they feel empowered and free.The higher seating position,excellent visibility and a wider rearview range enhance their sense of safety and overall driving experience.GenderAge20%39%37%20%

136、27%30%60%34%33%EVSedanTrucks$100kAnnual household income among different car buyersOwners of electric vehicles tend to have a higher annual household income.Pickup trucks18-5445.40%54-6421.80%65+31.80%EVsA higher proportion of old adults prefer electric vehicles.The reason are low maintenance,smooth

137、er ride and low demand for long-distance travel.IncomeTop 3 States with most pickup trucks or EVsRed states tend to have the most pick-up truck buyers,while the majority of electric vehicle purchases are in blue states.In general,EVs are more popular in urban areas,while pickup trucks are more popul

138、ar in rural areas.Approximately one-third of charging stations located in California.EVsPickup TrucksWashingtonCaliforniaNew YorkMontanaWyomingNorth DakotaLocationSources:Senior safety adviceSources:Pikache,geeknevSources:Pikache,geeknevSources:Pikache,geeknev398.Tech geeks vs.digital skepticsDrone

139、in Provo,UT8.Tech geeks vs.digital skepticsThe United States is one of the most advanced countries in technology.However,we can also see the inequality,cybersecurity risks,privacy concern caused by it.Americans are very polarized in how they view technology,some embrace it while others are skeptical

140、.41Tech geeks refer to people with superior technology knowledge and passion about technology and science.Digital skeptics refers to people who are skeptical of the use and impact of digital technology in various aspects of life.They may question the benefits or express concerns about the potential

141、negative effects of digital technology on society,such as increased social isolation,privacy concerns,or the impact on employment.Tech geeksDigital skepticsSources:EY,PwCTech geeks are important for technology business companies at the stage of launching new products.They are innovators and early ad

142、opters who embraces new technology before most others.They are willing to share experience and reviews on social media.The later majority reply on their opinions to navigate into the technology market.14%of the total population are digital skeptics,and the US is one of the most represented countries

143、.42%believe technology will cause greater social inequality.42%think technology will make people separated from local community.41%think technology will give more power to rich people.Tech geeks have higher income and education levels compared to digital skeptics.Millennials tend to be tech geeks,wh

144、ile the baby boomers tend to be digital skeptics.Demographics of Tech geeks and digital skeptics71%Male29%FemaleGender of Tech Geeks50k 19%Average Yearly Income of Tech Geeks50-100k 43%100k+38%Digital skeptics often have lower incomes.They are concerned about their financial security:59%(above the a

145、verage)believe financial security is most important for life quality.1981199619461964MillennialsAges 27-42Baby BoomersAges 59-77Tech geeksDigital skeptics&Embrace new techOften led older Americans in their adoption of technologyThey less likely to view the internet as a positive for society.Older co

146、nsumers are most likely to be digital skeptics,with 78%of Baby Boomers exhibiting data privacy concern.They grew up with technology and economic boom.They are addictive to mobile devices(93%own smartphones)and want every new technology products immediately.Sources:EY,Sas,PewIncome level42Where do Te

147、ch geeks and digital skeptics receive information43Tech geeks Digital skeptics There are multiple channels brand can reach tech geeks.However,for digital skeptics,authoritative media,recommendations from family and friends,and personal service are more likely to build trust.Online:Tech geeks utilize

148、 sources like Twitter,Medium,YouTube,and the brands homepage or reviews for product details.They also engage in online community like Discord,GitHub and science forums.Tech geeks are passionate about learn new technology through online course platform,like Udemy,Leetcode,Coursera,LinkedIn Learning.O

149、ffline:They prefer in-store purchase to experience the product.They are keen to participate in exhibitions such as Consumer Electronics Show.Less likely to share their life in social media,sensitive to their security,privacy and always keep anonymous.Have no interest to the content from influencers

150、and celebrities.UrAvgConsumer3.22M YouTube followers#Tech Productvitalik.eth4.8M Twitter followers#CryptoDr.Angela Yu2M Udemy Students#ProgrammingTech Geeks influencersVisit stores or public services in person.Prefer communicate to human being rather than chatbot.Use smartphones,laptop in a limited

151、range of tasks like keeping in touch with friends and families.More likely to take suggestions from friends and family,emphasizing the importance of word of mouth marketing to this group.9.1st vs.2nd generation immigrantsImmigrants outside city hall in Cincinnati,OH9.1st generation immigrants vs.2nd

152、 generation immigrantsOther than the Native Americans,all other Americans either themselves or had ancestors that immigrated to the US within the last half millennium.Recent immigrants in the US are often split into first,second and third generation immigrants.First generation are foreign born.Secon

153、d generation are those with at least one foreign born parent.Third generation have two US native born parents or their grandparents generation immigrated to the US.451st generation immigrants2nd generation immigrantsAccording to Migration Policy Institute,immigrants in the US make up about 13.6%(45.

154、3 million)of the countrys total population.First generation immigrants often face language barriers and trouble blending into the American culture.First generation immigrants are usually family oriented.In 2018,second generation immigrants made up approximately 12%of adult population in the US accor

155、ding to Pew Research Center.Second generation immigrants tend to be more“Americanized”than first generation immigrants while also having some ties to their home culture.This makes them multicultural but can also create identity crisis.danielbuezo17.2K followersfungbros81K followersjuliariew52.6K fol

156、lowersiamanimmigrant29.7K followersMost common birth country for foreign born residents(Mexico excluded)India is the most common country of birth for foreign born residents in the US followed by Canada and Phillipines.46Sources:US Census Bureau,Business Insider 2019PhillipinesIndiaCanadaVietnamDomin

157、ican RepublicEl SalvadorGuatemalaChinaSomaliaEthiopiaCubaGermanyHonduras9.Consumer Profiles of 1st and 2nd generation immigrantsFirst generation immigrants tend to shop at ethnic stores and prefer ethnic products and brands.Second generation tend to shop at both ethnic stores and mainstream American

158、 stores.471st generation immigrants2nd generation immigrantsFirst generation immigrants tend to be frugal and hardworking since they have to support both themselves and their families.First generation are more likely to shop at ethnic grocery stores since they can find food and ingredients from thei

159、r home country more easily.They also have higher brand loyalty toward ethnic brands and products.Many foreign brands consumer are first generation immigrants.For example,many university campuses would have Chinese and Korean restaurants where initial consumer base are international students.Second g

160、eneration immigrants also tend to be hardworking,but its because they feel the pressure to succeed and to not disappoint their parents.Second generation immigrants tend to have higher quality of life than their parents.Second generation immigrants usually shop at both ethnic grocery stores and mains

161、tream grocery stores such as Walmart and Trader Joes as they are more integrated in US culture.Second generation tend to be open to new experiences and willing to try different food.Source:European Journal of Marketing 201410.Segmenting by types of travelers10.Road trippers,comfort and luxury travel

162、ersAccording to the US Travel Association,53%of Americans have travel planned in the next six months(as of May 2023).US travelers can be broken down into the three segments below:49Road TrippersComfortNearly all Americans do a road trip at some point in their life.In the summer of 2022 alone,78.7%of

163、 Americans planned on doing a road trip according to a 2023 survey by The Vacationer.Some people make road tripping a lifestyle by buying a van and living out of it for extended periods.Comfort travelers value comfort when traveling.They take flights and stay at hotels and resorts.However,they also

164、try to save money by looking for discounted flights and hotels.Luxury travelers are seeking a fulfilling and unique experience at any price.They stay at luxury hotels and resorts.They tend to travel in business or first class or even private planes.They look for high quality and exclusive experience

165、s.LuxuryMiles*from home Americans intend to road trip in summer 20237.1%11.2%20.5%7.1%11.2%20.5%23.4%16.5%1,000+1,000500250100No road trip planned:21.3%*1 mile=1.6 kilometersConsumer ProfilesRoad trippers are spontaneous and travel for longer duration during off-season.Comfort travelers tend to plan

166、 ahead and travel during the holidays.Luxury travelers look for personalized experiences and travel anytime during the year.50Road TrippersComfortFamilies often road trip as it is a much cheaper alternative to buying flights for each member and allows for seeing many destinations.Popular routes are

167、concentrated in the west where there is rich natural scenery.Gen X and Baby Boomers are the most likely to own an RV,while Millennials are more likely to camp from a Van.51%of“Van Lifers”live in the van full time.Travel time:Summer and spring break for families,and full-time for young travelers and

168、couples.Accommodations:Familys houses,hotels or motels,RV and Van travelers live right out of the vehicle.Comfort travelers tend to be value oriented and spend time on trip planning.They look for discounted hotels and flights or holiday deals.All inclusive packages are preferred by many comfort trav

169、elers.Comfort travelers usually have a more relaxed and laid back schedule.They go sightseeing and may sign up with tour groups.For those traveling with children,theme parks are popular choices.Travel time:comfort travelers usually travel during public holidays,holiday season and the summer.Accommod

170、ations:Holiday Inn,Westin,Club Med,and local boutique hotels.Luxury travelers look for authentic and unique experiences that are personalized.They want to stay at the best accommodations and have fine dining experiences.They also put emphasis on culture and wellness experiences.Most luxury travelers

171、 tend to be employed in managerial positions or own their own companies,while some are retired.Luxury travelers are also trend setters.Travel time:luxury travelers travel anytime during the year instead of just during holidays.Accommodations:Aman,Ritz Carlton,Four Seasons,Six Senses and other luxury

172、 brand hotelsLuxurySources:Olinger group,desitnation analysts Sources:Rvngo,thrive my waysamandkellysvan110K followerstheblondeabroad518K followersthe_essentialist_199K followersSources:Intrepid,Redditabroadwife5.6K followersestherjulee61.2K followersThetravelingtitans102K followers69%29%14%5%4%2%Ho

173、tel/MotelFamily/FriendsRental homeTentShipRVWhere American travelers stayed during their last trip(May 2023,N=600 survey of Gen Z-Gen X)DemographicsThe majority of Americans choose to stay at hotels/motels or with family/friends while traveling.Millennials spend more time traveling than other genera

174、tions.More luxury travelers are located on the East Coast than other parts of the US.51Travel habits by stateBudget vs.Luxury travel google searches by stateThe top states that search for luxury vacation the most are all on the East Coast,while the top states that search for budget vacations are in

175、the Midwest.Searches for“van travel”and“backpacking”are concentrated in less populated states with plenty of natural scenery,while searches for“private jets”are concentrated in states that have status-oriented cities(such as New York City,Miami,Las Vegas).Sources:Travel daily 2023,Google trends 12-m

176、onth search dataSources:Travel market report 2023,the wandering RV 2023,Persado 2023,Expedia 2023Luxury travelBudget travelVan travelBackpackingPrivate jetNew YorkUtahConnecticutNew JerseyMichiganIndianaSouth CarolinaMissouriFloridaKansas Washington DCNevadaArizonaSouth DakotaWyomingOregonIdahoMonta

177、naAlaskaHawaiiGen ZMillennialsGen XBaby Boomers29352627Avg no.of days annually for travel by generationThe#1 travel purpose is visiting friends and familyRV rental+campground fees can be as little as$100 a night or as much as$500+a nightFrequencyAccommodation11.Segmenting beauty consumers11.Minimali

178、st vs.glam vs.trend seeker vs.face as canvas Makeup styles in the states can be split into 4 main categories:minimalist,glam,trend seeker and face as canvas.53Minimalists aim for a natural makeup.This makeup style is also known as”no-makeup makeup”,“second skin”,or“clean girl makeup”.Minimalists use

179、 only what is necessary to enhance their features to create a subtle,natural look.MinimalistTrend seekers are updated with the latest makeup trends,such as the current trend of faux freckles pictured on the right.Theyre willing to experiment with new and unconventional makeup trends.Trend seekerGlam

180、 makeup style create a striking and bold appearance.There are more emphasis on the eye and lip with bold eyeliners and lip colors that pop out.Glam This group of consumer uses makeup as a form of expression.Their makeup often pushes the boundaries of traditional makeup and typically includes rare co

181、lors and textures.Face as canvasSource:ggs_journeySource:christendominiqueSource:stephaniexlemusSource:glambycarlyConsumer ProfilesMinimalist beauty consumers tend to be from the coasts,while glam consumers are from the south.Social media plays a huge role in shaping cosmetics consumption,especially

182、 for young consumers.54 Tend to focus more on skincare routine/pre-makeup skincare Likes smaller packaging for convenience and travel Also tends to care about environmental impact Aims to own fewer,but more effective products California&New York have the highest Google search index for“Minimalist Ma

183、keup”Minimalist Lots of time on social media,especially TikTok Open-minded and open to new things Often younger and influenced by celebrities,as many trending brands and trending looks were launched by celebritiesTrend seeker Stronger personality and confident Buys bolder,shinier and glossier colors

184、 of makeup More likely to try lip plumping and use false lashes Sticks to more professional brands and is willing to indulge in makeup The deep south has the highest Google search index for“Glam Makeup”Glam Artsy,makeup is their way of expression,a hobby Buys all sorts of makeup tools and materials

185、This type of consumption peaks at Halloween every year These makeup artists also shine their talents at concerts and festivals like Pride and CoachellaFace as canvas#showermakeup#lattemakeup#fauxfreckles#strawberrymakeup#bronzymakeup#cleangirlmakeup#underpainting#glowymakeup#dewymakeup#monochromatic

186、makeup#UtahgirlSources:Google Trends-12 month search data,Reddit,Maggwire 2023 DAXUE CONSULTINGALL RIGHTS RESERVED55ABOUTOur mission is to guide businesses to holistic growth overseasThrough our market research and strategy consulting,we equip businesses with the knowledge and guidance to achieve gr

187、owth in China and beyond56A China-based strategic research firm providing companies the resources for holistic growth in China,from market exploration to expanding operations.We are your dedicated on-the-ground insider for China,bringing you closer to the reality of your market and customers.We beli

188、eve in using accurate data and insights in any strategic decision.Our projects are always executed 100%in-house,from the tailor-made data collection fieldwork to the strategic deliverables.All our projects have one common theme:providing client-centric solutions to strategic growth questions.Who we

189、areOur Values58We see ourselves as an extension of the clients business in China or their target country,hence,we advise them as if we were in their shoes and investing along with them.Our clients goals are our goalsSimilar to how markets are constantly changing,our mindset is also always evolving.W

190、e value routine only when it helps us improve and we value change because it helps to keep pace with our time.Embrace change enthusiasticallyWhile our projects team dives deep to provide catered research to clients,the media team shares insights publicly.At the same time,we foster a culture of shari

191、ng knowledge in our team,each individual works to increase their own knowledge and freely shares ideas each other.Knowledge is meant to be sharedOnly through the lenses of humility can knowledge be seen clearly.At Daxue Consulting,we are humble toward science and the truth.We interpret data in a way

192、 that lets it speak for itself,even if contradicts our hypothesis.Intellectual humility gives clarity Freedom to manage and envision her or his mission increases the sense of responsibility to that mission.Freedom enriches creativity&responsibility China Shanghai(HQ)Hong KongFranceSouthKorea(Rep.off

193、ice,Seoul)(Rep.offices,Paris,Bordeaux)59Our GlobalNetwork400+clients with 610+projects over the past 10 yearsOur Clients 2023 DAXUE CONSULTINGALL RIGHTS RESERVEDClients testimonialsManaging Director Palmer Hargreaves“The communication,structure,problem solving and support we received from the team t

194、hroughout the project wasfantastic,and it provided us with the ideal structure to keep the client engaged and confident of the deliverables.In terms of the outputs/deliverables,I was very pleased with the level of detail in the reporting,speed of response toquestions and the flexibility to adjust an

195、d provide alternative output views.Should we be in the position of providing similar support to our clients in future,I would have absolutely no hesitation incontacting daxue consulting again,working in partnership to deliver a high-quality solution.”E-commerce Manager LIDL“Thank you so much for you

196、r and your teams support regarding our China eCommerce project.The feasibility study was verywell delivered and useful to give us insights about China market.As business evolves,we definitely need to keep abreast ofthe latest developments to cope with the rapid change of the market.In this sense,we

197、will continue to need your support toour business growth.”Director Ecommerce Marketing EMEA Ubisoft“Thank you for your answer.Ive been through the presentation and Im very impressed by all the useful detailed informationIve found.Thank you so much!”JAPAC Revenue Strategy Manager Twitter“Thanks so mu

198、ch for your hard work over the last several months and the multitude of presentations that you have done to our stakeholders.I highly appreciate the quality of work and also the patience with which you have answered the questions.Overall the work has been very well received and has been very educati

199、onal for our teams in Singapore,New York and San Francisco.We will be using a lot of this information as we make critical investment decisions into China over the next several months.Please do pass on our thanks to the entire Daxue team-hope you do take a moment with the entire team to celebrate the success and outcome of this project!Also,I would be happy for you to use my reference for any future clients.”6162To get weekly China market insights,follow our WeChat accounthttps:/ https:/ UPDATED ON GLOBAL MARKET INSIGHTS